Effective Strategic Marketing Planning

Effective strategic marketing planning is essential for any organisation to succeed in its chose market. Kotler (2003) states that the key to achieving organisational goals consist of the company being more effective than its competitors in creating, delivering and communicating customer value to its chosen target markets, therefore the organisation must know as much about its competitors, as it does about itself. When attempting a marketing plan it is important to include seven integrated components; Background situation, Marketing objectives, Marketing strategy, Marketing mix, Action plans, Budget and Organisation implications. According to Doyle pg 101, (2002), these will provide us with the information needed as well as a structured path to fulfil the plan. It should also be noted as Kotler (2002) suggested that a degree of openness should be allowed which will help innovative ideas within the total planning systems. This flexibility adds kotler is also a potential source of compet...